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Investigating the Antecedents of Brand Citizenship Behavior in financial institutes | ||
| Journal of International Marketing Modeling | ||
| دوره 1، شماره 2، اسفند 2020، صفحه 78-92 اصل مقاله (755.29 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22080/jimm.2021.20576.1009 | ||
| نویسندگان | ||
| Maliheh Siyavooshi* 1؛ Bahareh Abedin2؛ Maliheh Dehghani Dashtbani3 | ||
| 1Assistant Professor, Department of Business Management, University of Hormozgan, Bandar Abbas, Hormozgan, Iran | ||
| 2Assistant Professor, Department of Business Management, University of Mazandaran, Babolsar, Mazandaran, Iran | ||
| 3MSc, Department of Business Management, University of Hormozgan, Bandar Abbas, Hormozgan, Iran | ||
| تاریخ دریافت: 05 دی 1399، تاریخ پذیرش: 26 اسفند 1399 | ||
| چکیده | ||
| The goal of this study is to examine the antecedents of brand citizenship behavior in financial institutions by considering the internal relationship between them. The research method is descriptive and applied in terms of purpose and in terms of data collection method is field. The data collection tool in this study was a questionnaire. In this study, the statistical population was the employees of private and public banks and financial institutions in Bandar Abbas. The sampling method was cluster-random. After placing the banks in the three clusters of state-owned banks, private banks and financial and credit institutions, Sepah, Sanat and Ma'dan banks were randomly selected from among the state-owned banks. Ansar Cooperative, Ayandeh, Shahr, Refah and Mehr Eghtesad Banks were randomly selected from among private banks and Noor and Caspian Financial and Credit Institutions were also randomly selected from among financial and credit institutions. A total of 213 questionnaires were distributed among the customers of selected banks as convenient, and finally 203 questionnaires could be reviewed. Data analysis was performed by SPSS16 and PLS3-SMART software. The results show that brand-centered human resource management and brand identification have a positive and significant effect on brand citizenship behavior, but a positive relationship between brand trust, brand commitment, employees' self-concept of brand and brand pride with brand citizenship behavior was not found. Also, a positive relationship between brand-centered human resource management and employees' self-concept of brand, employees' self-concept of brand and brand pride, employees' self-concept of brand and brand identification, brand identification and brand pride, brand identification and brand commitment, and brand trust and brand commitment were confirmed. | ||
| کلیدواژه‌ها | ||
| brand citizenship behavior؛ brand trust؛ brand commitment؛ brand identification؛ brand pride | ||
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آمار تعداد مشاهده مقاله: 257 تعداد دریافت فایل اصل مقاله: 488 |
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